CHANGING HUMAN

BEHAVIOUR

Session Objectives

Describe factors that influence behavior Describe how identification of doers /

nondoers can influence decisions List reasons why research to identify

behavioral determinants is important Identify potential determinants relevant to

their own intervention programs

Questions to Address

What determines behavior? How do we explain behavior?

Background Models and Theories

1. Levels of Influence (adapted from Glanz & Rimer, 1995)

Individual Factors: knowledge, attitudes, beliefs, personality

Interpersonal Factors: social identity, support, roles

Institutional Factors: rules, regulations, informal structures

Community Factors: social networks, norms

Public Policy: regulations/laws

2. Stages of Change Model(Prochaska, et. al., 1992)

Precontemplation- unaware of problem

Contemplation- thinking about change in near future

Decision / Determination- making a plan to change

Action- implementation of specific action plans

Maintenance- repetition of desired behavior

3. Social Learning / Social Cognition (see Glanz & Rimer, 1995)

a. Behavioral capability

b. Expectations

c. Self-efficacy

d. Observational learning

e. Reinforcement

f. Social support

a. Behavioral Capability

Knowledge and skills to influence behaviorapplication:

• provide information and training about new behavior

b. Expectations

Beliefs about likely results of new behaviorapplication:

• incorporate information about likely results of behavior in advance

c. Self-efficacy

Defined: confidence to take action Also known as “personal control” Dimensions:

internal / external globality / specificity stability / instability

Illusions of control point out strengths use persuasion and encouragement approach behavior change in small steps

d. Observational Learning

Beliefs based on observing others like self and / or visible physical resultsapplication:

• point out others’ experiences, physical changes• identify role models to emulate

e. Reinforcement

Responses to person’s behavior that increase or decrease changes of recurrenceapplication:

• provide incentives, rewards, praise• decrease possibility of negative response that

deter positive changes

f. Social Support

Defined: communications process that occurs between people, between providers of support and recipients of support, that functions very specifically to help people reduce the uncertainty they face (Albrecht & Adelman, 1987).

4. Diffusion

a. Relative advantage

b. Compatibility

c. Complexity

d. Trial-ability

e. Observability

a. Relative Advantage

Degree to which change is preferable to status quo or competing behaviorsapplication:

• point out unique benefits of change: convenience, time saving, prestige, etc.

b. Compatibility

How consistent new behavior is with values, experience, and needsapplication:

• tailor new behavior for the intended audience’s values, norms, and situation

c. Complexity

How difficult new behavior is to understand and / or useapplication:

• create behavior to be accomplished, easy to perform and understand

d. Trial-ability

Extent to which the new behavior can be experimented with before a commitment to adopt is requiredapplication:

• provide opportunities to try on a limited basis with incentives

e. Observability

Extent to which the new behavior provides tangible or visible resultsapplication:

• give an expected time• assure feasibility of desired results

In Summary:

All these theories are different views of why people do what they do these models are complementarysome models may be more relevant than

others depending on the circumstances and behavior

all are useful for asking questions about what influences people

Specific Determinants of Behavior

Which Determines Behavior: Knowledge and skills? Perceived risk? Attitudes / Beliefs? Perceived consequences? Self-efficacy? Other relevant characteristics?

1. Knowledge and Skills What do people know about the

program? Do they know how to do the target

behavior? Can they access the program or

service? What do we need to do to ensure

they receive needed information?

2. Perceived Risk

Does the target audience believe they are personally susceptible or vulnerable?

How severe do they perceive the condition to be?

3. Attitudes

What are the attitudes of the target audience?

How do they feel about the program, service, or target behavior?

Are there rumors in the community which would affect their attitude?

4. Perceived Consequences

What does the target audience believe they will gain if they adopt the target behavior?

What does the target audience believe they will lose if they adopt the behavior?

How can we address this situation?

5. Self-efficacy

Defined: An individual’s belief that he/she can do a desired behavior

Do consumers believe they can adopt the target behavior?

……successfully?

6. Social Norms

Defined: standards of behavior for attitude accepted as usual practice

What do consumers perceive the norms to be?

7. Intentions

What does the audience already plan to do about the new behavior?

How ready are they to change?

8. Demographics Race / Ethnicity Where they live Age / Gender Education Religion Marital status Income Occupation

9. Other Social-Psychological Determinants

Self concept / Self esteem- hopes, fears, aspirations

Occupational stress Religiosity Recreation and leisure Social support networks Media habits

- what they watch, listen, read- how often? where? when?

THANK YOU